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Conspicuous conservation is the theory that consumers see green products as a status symbol that suggests altruism. In some cases, green products are more expensive meaning that they can also represent a type of economic status symbol. For example, if someone says "I only drink eco-friendly coffee" it may have connotations that they are both altruistic and wealthy.
The idea of conspicuous conservation is a potential way to motive consumers to switch to environmentally friendly products, services and practices.
Sustainability
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